Makeup brands are still leading the charge when it comes to earned media value.
While nine out of the top 10 brands by EMV saw month-over-month declines during August — namely due to a seasonal deceleration of launches — Benefit Cosmetics saw a surge in momentum thanks to the late-July launch of its Fanfest Mascara.
The brand netted $32.2 million EMV for the month, up 15 percent versus July. The #FanfestMascara was one of the brand’s top EMV-driving hashtags, netting $2.6 million EMV from 445 creators in August.
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“Historically, October and December tend to be big months for beauty EMV, largely due to Halloween and Christmas promotions,” said Alexander Rawitz, director of content marketing at CreatorIQ, Tribe Dynamics’ parent company.
Creator retention is “the most predictive metric we have for growth,” said CreatorIQ chief strategy officer Conor Begley, noting creator acquisition, too, is one of the most significant factors fueling EMV growth for brands like Sol de Janeiro and Erborian, which don’t rank in the top 10 but grew 144 percent and 156 percent year-over-year by the metric.
Similarly, $11.3 million of Fenty Beauty’s EMV for the month was fueled by new creators mentioning the brand. Mikayla Nogueira and Jackie Aina — both of whom hadn’t mentioned the brand in July —were among Fenty’s most EMV-driving influencers in August, driving a $294,900 EMV and $166,900 EMV respectively for the brand.
The top beauty brands by EMV gained in August, and each brand’s year-over-year change in the metric.
- Rare Beauty: $43.8 million, +55 percent
- Charlotte Tilbury: $36.8 million, +12 percent
- MAC Cosmetics: $33.3 million, +39 percent
- Benefit Cosmetics: $32.2 million, +25 percent
- ColourPop Cosmetics: $30.4 million, -22 percent
- Fenty Beauty: $30 million, +12 percent
- NYX Professional Makeup: $29.4 million, -4 percent
- E.l.f. Beauty: $26.9 million, -2 percent
- L’Oréal Paris: $24.9 million, +58 percent
- Dior Beauty: $24.8 million, -9 percent